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Maxxium UK dodges Sourz advert complaint
The UK’s advertising watchdog has sided with Maxxium UK following a complaint over the spirits group’s Sourz shot brand.
A complaint against an advert for shot brand Sourz has been dismissed
Alcohol Concern submitted a complaint to the Advertising Standards Authority (ASA) challenging whether a YouTube video advertisement for the brand appealed to under-18s, linked alcohol with “dangerous” behaviour, and showed people under 25-years-old “playing a significant role”.
Seen on 28 January 2016, the ad featured “vibrant scenes” that included a fairground ride, robotic toys and a clown, under the slogan: “Sourz presents #worldofcolour… The world is full of colour you just have to go find it”.
In response, Maxxium UK said the video was “designed to highlight varied and colourful scenes from around the world”, adding that it did not show alcohol being consumed or linked with the activities shown.
The group also added that the activities were “undertaken and enjoyed by adults of all ages.”
The ASA ruled the advert did not breach any alcohol advertising regulations in the UK and rejected Alcohol Concern’s three separate complaints.
The watchdog stated the activities depicted would be interpreted by viewers as “playful” as opposed to “daring”, while the featured items could be enjoyed by people of all ages when viewed in a “wider context”.
In addition, the actors in the advert, while not over the age of 25, were all shown to be adults, the ASA said.